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3.
DEAR ASSOCIATES,
What a difference a year makes! During our
State of the Company Address in 2009, we
launched the SHIFT Revolution with the
theme, “It’s gonna be alright.”
One year later, at our Family Reunion in claimed the title of the third-largest real North America, with the expectation of
New Orleans, we announced that we’re a estate company in the United States, it opening our first overseas market center
whole lot more than alright and we were appeared that the top two spots were in late 2011.
filled with gratitude for the privilege still far out of reach. Just look at how By 2020, our vision is that Keller
to be in business with you. You found close we now are to being No. 1! Williams Realty will have as large of a
the gift in the shift and emerged as the You shifted. You succeeded. You presence outside of North America as
shining stars of the real estate industry. inside it, and that associates worldwide
You made more money in 2009 than will reach 300,000, with annual profit
the year before and closed 13 percent share exceeding $100 million.
more units. This compares to an average The key to achieving these goals: you.
5 percent gain for NAR members, Realize that profit share is your
or in other words, you outpaced the platform to build your personal wealth.
industry by 160 percent. In a year when Reinforce your role as a stakeholder in
the real estate industry was infamous Keller Williams Realty, and together,
for declining profits and financial we’ll get there.
devastation, you managed to push profit You are the shining stars of Keller
share above $32 million. Because of you, Williams Realty, and this is your time.
total brokerage profits reached $80.1
Yours in grace, humility and a
million, a profit number we believe
passion for what’s to come,
is stronger than that of any other real
estate brokerage in North America. proved the strength of the Keller
As you can see from the chart below, Williams model. And because of you,
we were the only real estate franchise we have every confidence that 2010 is
to experience positive growth during the year to launch our vision to broaden Mark Willis
2009. Last year at this time, when we the Keller Williams opportunity beyond CEO, Keller Williams Realty
COMPETITOR COMPARISON | Top-ranked real estate franchises by agent count
Keller Williams Realty 72,795 75,349 +3.5
Company – U.S. 2008 2009 % change
Coldwell Banker 101,170 88,969 -12.0
Century 21 95,390 78,126 -18.1
RE/MAX 69,108 60,261 -12.8
Source: REAL Trends
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 3

6.
Cover Story
OPPORTUNITY MAGNET!
DIANNA KOKOSZKA ON THE POWER OF
CONTRIBUTION AND ABUNDANCE
By Lisa Wahlgren
Breakthrough endeavors are nothing new to MAPS one thing I’ve learned, a coach who has sold real estate
Coaching. The latest venture for Keller Williams Realty’s at a high level, like all MAPS agent coaches, helps speed
award-winning coaching division: Coaching Alliances. the process. I’ve never been afraid of other points of view
In a recent interview with OutFront, Dianna Kokoszka, and other approaches, and that now carries through to
president of MAPS Coaching, discussed her views on every aspect of MAPS Coaching. MAPS is all about
abundance and contribution and how the recently formed pushing us out of our comfort zones so that we can
alliances with Craig Proctor, president of Craig Proctor grow.
Productions, and Johnnie Johnson, president and CEO of
World Class Coaches, fits with her worldview. 2009 was a huge year for MAPS and the momentum is
showing no signs of slowing. Tell us about the timing of
It’s hard to imagine the president of another top real estate the recently launched MAPS Coaching Alliances.
industry coaching company forming an alliance with two other
coaching organizations, as you have. How does this reflect your This is actually an idea that dates back many years.
philosophy? When I was a real estate agent and the Internet was
just starting to take hold, I envisioned an initiative called
I believe in an abundant world, and I believe that everyone “Agents Helping Agents” as a forum for entrepreneurial
achieves more with a coach. MAPS Coaching is focused on agents to market the solutions that they had developed
agent productivity and leadership growth within the Keller within their own businesses. Last year, the concept began
Williams system, and I’ve always viewed other coaching to officially take shape in the form of the Keller Williams
companies as colleagues – not competitors. The more we Agent to Agent Market, sparked by Gary Keller, and from
focus on completing each other, rather than competing those discussions, MAPS Coaching Alliances evolved.
with each other, the more successful we’ll all be, much like I’m very familiar with all of the other coaching
co-oping when selling real estate. companies in the real estate business, and these are two
that I’m happy to welcome into the Keller Williams
What are some of the ways that real estate agents can grow fold. Having said that, I stand behind our MAPS
their businesses and grow personally by adopting this kind of Coaches as the best equipped in the industry to hold
abundance mindset? associates accountable to the Keller Williams models
and systems, and help them remove their limiting
When I was selling real estate, I’d often host social beliefs. We live inside Keller Williams, and our
functions at my home for other agents in the market. We coaches have been personally trained by myself and
learned a lot from each other. I frequently lent out books Tony DiCello.
and tapes that I had found helpful, and extended myself in Ultimately, our goal is to raise everybody’s
friendship to other agents, as I did with my entire sphere game because every time an agent reaches a
of influence. While others were putting up walls between new standard of excellence, our entire industry
those who they saw as their competitors, I came from benefits. As Gary Keller often says, “A rising tide
contribution. The fact is, these were people who I needed lifts all boats.”
to help sell my listings, so we all benefited. It’s always been my experience that when you
come from confidence and contribution, you
Didn’t you see a risk in collaborating with other agents in your cannot go wrong. I have no question that we
market who were competing for the same listings? are all going to be better as a result of these
new relationships. kw
Let there be no doubt. I’m competitive. When I went to a
listing appointment, I didn’t leave without that listing, and
we coach our MAPS clients to do the same. Competition For more information on
is all a matter of how you look at it. I’ve been committed MAPS Coaching, log on to
to peak performance throughout my career and if there’s www.mapscoaching.com
6 outfront March/April 2010 • Vol. 7 No. 2 Keller Williams Realty

7.
Cover Story
TO R JOHNNI
CRAIG PROC E JOHN
SO N
IN-THE-TRENCHES TACTICS TO COACHING AT THE
BECOME A TOP PRODUCER CORE OF SUCCESS
“We’re very excited about the new Johnnie Johnson says he has two great fears
MAPS Coaching Alliances,” says Craig in life: “The man upstairs and living without
Proctor, president of Craig Proctor a coach.”
Productions. As a former player for the NFL, he
Having been a part of RE/MAX points out that coaching has always been
for 22 years as a coach and top- a part of his life. “World Class Coaches
producing agent, Proctor has recently grew out of a dream I had toward the
moved to Florida and has transitioned end of my NFL career to extend what
to a full-time coaching and training had been made available to me – the
role. “We focus on the ABCs of what coaching to consistently perform at a high
I did, and what other agents can do level when faced with the world’s greatest
right now to become a top producer,” competition.”
Proctor says. "We know that those who are engaged in
coaching perform consistently better than
To learn more go to those who aren’t, so the only question is,
(www.cpcoaching.net) 'are you in coaching?'"
To learn more go to
(www.worldclasscoaches.com)
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 7

9.
Family Reunion Recap
C O N G R A T U L A T I O N S
3
HOME RUN
M A R K E T C E N T E R O F T H E Y E A R !
knocking it out of the par k at knoxville-west
By Elizabeth Millard
The Home Run Market Center of the Year is among the most TURNAROUND TACTICS
prestigious awards announced at Family Reunion every year. The Knoxville market is recovering rapidly, and Laing is
Market centers that qualified for "Home Run status" in 2009 focused on ensuring that the market center is poised to leverage
achieved $100,000 in total profit (owner profit plus profit the turnaround to its full advantage with a constant emphasis
share) after having first transmitted in 2008. Five launching on mindset, lead generation and accountability.
market centers hit the home run target in 2009. (See sidebar.) "With all of the resources available here, if you can't sell real
Top among them: Tennessee’s Knoxville-West, the Home Run estate with Keller Williams, then you can't sell real estate,"
Market Center of the Year with $212,950 in total profit and McCray says. "It's a joy to come into work every day, and we all
$88,869 in profit share. feel so excited to keep that joy going." kw
From a core group of 18 agents, the Knoxville-West market
center has grown to 116, and the growth trajectory continues
on a steep upward curve. Jeff Harrell, operating principal, is
unequivocal about the direction he plans on taking Knoxville-
West: No. 1 in the market and No.1 in Keller Williams Realty.
"We have such momentum going," says Harrell. "We know
what it takes to grow, and we're ready to keep getting bigger
and stronger."
To establish a solid foundation, Harrell and the market
center’s investors set the direction from the outset for creating
a positive impact on people's lives while selling real estate. And
Harrell emphasizes that Sharon Laing, the market center’s team
leader, has been nothing short of pivotal to achieving that goal.
"She just breathes excitement, and it shows up in every action
she takes. She has a genuine passion for what she does." About
five to six new agents join every month, he says.
PASSION AND PERSISTENCE
Attracting new talent to the market center is a daily focus, Laing
emphasizes. "I'm on the phone every day calling agents and Mark Willis high-fiving Sharon Mary Tennant congratulates Sharon
making appointments, and just communicating the benefits of Laing at the Awards Ceremony Laing after recieving the Home Run
Keller Williams Realty. When I took this job, Cheryl Sadoti, during Family Reunion. Market Center of the year award.
my regional director told me, 'recruit and everything else will
come,' and that's exactly what I've done."
Holly McCray, a member of the market center's core group,
notes that the biggest challenge has been keeping up with
growth. "It's a great problem to have," she says. "There have
2009 HOME RUN MARKET CENTERS
just been so many amazing changes, and we've done our best to
stay focused on attracting top-notch people."
The incoming class of 2009 has been culturally in sync, 1. Knoxville-West (Tenn.) ........................................$212,950
Harrell notes, which has helped to drive momentum in the 2. Madison (Ala.) ..........................................................$155,000
market. 3. Toronto-Beach/Riverdale (Ontario) ...............$139,000
“Knoxville was ready for us,” McCray adds. “The city was 4. State College (Pa.) .................................................$123,000
hungry for what we have to offer. We knew our kind of energy 5. Chico (Calif.) ............................................................$109,000
would be well received."
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 9

10.
SO WHAT TO DO NOW?
ION H
“The same thing that successful
VIS EC 010
agents have always done,” Keller
said. “Focus on the fundamental
PE
cycle of lead generation, lead
conversion, sales and database
S
management.”
Concerning lead generation,
2 Keller reiterated his unequivocal
message: “If it matters, time block
for it. Do it before anything else
every day.”
BIG PICTURE
Key among the success strategies
that Keller set forth during his
Vision Speech:
• “Ask people for their business
and always be lead generating for
people who either need to buy
the or sell a house or may be good
candidates to join you in your profit
AND THE DAILY DISCIPLINES share tree.”
• “When you meet someone, ask
G A RY KELLER’S ANNUAL VISION SPEECH yourself, ‘who are you going to
be in my life?’ If you are going to
P OI N TS TO A B UNDA NT OPPO RT U NI T Y lead a big life, you’ll need lots of
relationships.”
• “The business is out there. You
“What you and I get paid to do, more • Stronger sales activity drew down just need to talk to enough people.”
• “Always follow up, and tell people
than anything else, is provide perspective,” inventories of existing homes in the
how they can expect to hear from
Gary Keller, co-founder and chairman United States from 10.5 months to
you.”
of Keller Williams Realty, emphasized 8.8 months. • "Cultivate your database, knowing
during his annual Vision Speech at Family • In Canada, demand generally every morning when you wake up
Reunion last month. Explaining that outpaced the supply of homes for sale. that these are your people."
market statistics are “the background • Mortgage rates hit record lows in
environment in which you develop both the United States and Canada.
perspective,” not an indicator of income • Affordability in both the United
potential, Keller – along with John Furber, States and Canada has improved
regional director for Canada; Buddy significantly.
Norman, president of KW Commercial; • Due to the downward shift in the
and Jay Papasan, vice president of commercial real estate market, this is
publishing and executive editor, for Keller one of the best markets in 25 years to
Williams Realty – presented a broad be a tenant.
overview of current market conditions. • Total 2009 foreclosure filings in the
United States numbered $4 million;
• In 2009, a 5 percent increase in 2.2 percent of U.S. households
home sales in the United States received a foreclosure filing last year – For the first time ever, the 2010 main
marked the first annual year-over- up from 1.84 percent in 2008. stage Family Reunion events were
year increase since 2005. Canada • NAR membership contracted by 7 broadcast live into market centers
experienced a 7.7 percent annual percent in 2009. Those who remained for associates who were not able to
increase in sales last year. experienced the largest increase in attend. Now available for viewing via
• The median U.S. home price sides per agent since 1983. KWConnect:
declined by 12 percent. Distressed • CREA membership grew by 1 > Gary Keller’s Vision Speech
properties, which tend to skew average percent, resulting in a 9.5 percent > Mark Willis and Mo Anderson’s
prices downward, accounted for 36 increase in available sides per agent. State of the Company and Culture
percent of total sales. Address,
• In Canada, the average home price > Kevin Carroll’s Keynote speech
increased by 5 percent.
10 outfront March/April 2010 • Vol. 7 No. 2 Keller Williams Realty

11.
Tech Tips
INTRODUCING
THE NEW KW.COM
DRIVING MORE
LEADS TO YOU!
Among the deliverables that mantra of “My Listings, My Leads,” she adds, “We’re not in the
Mark Willis, CEO, set forth last business of getting between associates and the consumer.”
year during the 2009 State of the A preview of the new kw.com is accessible via the existing
Company Address: “kw.com will be kw.com home page. Simply click on Test Drive the new
the finest Website in the real estate kw.com.
industry, bar none.” With that, “As is the case with everything we do at Keller Williams,
the kw.com bar moved up several our associates have been at the center of this initiative and we
notches with explosive growth and want their input,” Sylvester says, noting that in order to do so,
functionality. associates simply need to click the Send Feedback tab on the
Today, kw.com’s “vasts new site's top navigation bar (far right).
network of more than 70,000 Key among the enhancements to the new site:
consumer-facing sites connects more • An array of photos that reflect the local landscape and
than 2.6 million leads to associates local home styles, and showcase associate's properties
every month, about 1 million more through the KWLS on the homepage.
Cary Sylvestor than our next closest competitor," notes • A seamless interface among MLS searches.
Cary Sylvester, executive director of • An enhanced search feature enabling consumers to search
information technology, Keller Williams Realty International. for associates based on designation, a particular area of
specialization, or any criteria that associates include in their
During 2009, she adds, “unique visitors to kw.com
profile. “This will be an awesome marketing opportunity,”
increased by 21 percent and hits to the entire Sylvester emphasizes, urging associates to make sure they
fully leverage the opportunity by uploading their photo,
network increased by 31 percent. That’s the updating their contact information, and completing their
power of our associates’ local brand.” profile.
• Coming soon: the ability for consumers to search
While kw.com is taking on an entirely new look and adding foreclosed properties at no additional charge.
new functions, the objective remains the same, Sylvester To upload your photo or update your profile, log on to
emphasizes: “helping consumers to connect with associates (mykw.kw.com) and click “My Profile [edit]" in the upper
and local offices, and helping associates to capture consumers’ left corner, or for step-by-step instructions, go to
contact information and immediately connect with and give (http://answers.kw.com) and search “profile.” kw
them the information they need.” Repeating the Keller Williams
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 11

12.
New Opportunities
OPPORTUNITY IN
SOUTHERN ARIZONA
HEATS UP
On Tuesday, March 9, 2010, more than 300 Realty Executives I have to say that on Tuesday I was in shock, by Wednesday I
agents in Tucson, Ariz., and surrounding markets received was optimistic and by Thursday I was enthusiastic about this
the news that their offices would now be operating under the change.
banner of Keller Williams Southern Arizona. Here’s how some Changes like this require faith, not fear. If you learn enough
of the company’s top producers received the news and how that you can proceed in good faith, like I did, it works. If you
they view the Keller Williams opportunity. make a decision out of fear, it will never work.
It’s clear to me – to have 76,000 people signed on to a
Peter Saavedra, associate, Keller Williams Southern Arizona company in the environment we’ve been dealing with for the
"I had read Gary Keller’s book, The Millionaire Real Estate last couple of years and will be dealing with going forward –
Agent, and I liked the systems and education it offered about Keller Williams has done something right!"
building and structuring a team.
So, when I found out that our office was switching over, Danny Roth, associate, Keller Williams Southern Arizona
instead of being in shock – I was actually open to it. I had "Within five hours of hearing the news, I was contacted
studied Keller Williams Realty before and knew there were by every real estate company in Tucson. I also considered
good foundations and solid principles there. the possibility of opening my own franchise with Realty
The final deciding factor for me was Anthony Azar himself. Executives.
I have been working for him for three years, and he is good So what I did was call a handful of Keller Williams agents
hearted and humble. He’s someone I want to work for – he’s across the country who I work with. They all confirmed that
the kind of person I want to build a company with. Keller Williams was the place to be and told me about all of
I believe that the Keller Williams name is more nationally the benefits of being with this company.
recognized and that will work for us. That was the clincher.
Mostly, I am excited to have a better support system, better I specialize in REO properties and deal with one of the
technology and better training." largest bulk buyers of properties, along with about 1,500
agents nationwide. As a Keller Williams agent, I now have a
Gary Best, associate, Keller Williams Southern Arizona vastly expanded professional network."
"I’ve joined because I believe our affiliation with Keller
Williams Realty offers us three key components we’ve been
missing – marketing, technology and education.
N :
CSO TES
TU CIA E
SO TH
AS TO
O ME LLIAMS
ILY!
ELC ER WI
"Mostly, I am excited "Keller Williams Realty "As a Keller Williams
W LL to have a better offers us three key agent, I now have
KE
FA M support system, better
technology and
better training."
components we’ve been
missing – marketing,
technology and
a vastly expanded
professional
network."
education."
- Peter Saavedra -Danny Roth
- Gary Best
12 outfront March/April 2010 • Vol. 7 No. 2 Keller Williams Realty

13.
New Opportunities
WHY
KELLER WILLIAMS?
WHY NOW?
At the helm of the recently launched Keller Williams
Southern Arizona, Anthony Azar, operating principal
and his leadersip team discuss their vision, and how
they concluded that Keller Williams represents the best
opportunity for their agents.
Anthony Azar, operating principal, Keller Williams
Southern Arizona
"After spending a full day with Mark Willis and attending
"Our responsibility Sue Cartun David Jones
FSO, where I learned about the Keller Williams business
models, I realized that the culture of Keller Williams was is to be responsible
very similar to the culture of our company – very agent stewards of our
centric. agent's careers."
What really set Keller Williams apart was the profit
share opportunities, as well as the educational, training -Anthony Azar
and technological infrastructure that we had to source for
ourselves up to that point.
We realized that doing things the same way was
not going to work in this market. Putting agents and
ownership on the same side of the table is going to be more
important in the future than in the past.
We absolutely have the best agents in the city. That’s
statistically supported by their rankings and their
designations. Our responsibility is to be responsible
stewards of their careers.
Ultimately, I think the most important deciding factor
for us was the positive, forward-thinking outlook of all
Keller Williams leadership and staff. The fact that Keller
Williams is growing when all others are in decline is very
much a testimonial to the fact that the models work.
Keller Williams has taken the real estate crisis and
redefined it."
Sue Car tun, operations manager, Keller Williams
Southern Arizona
"Our goal is to move Keller Williams to the No. 1 position
in our market.
Our agents are the best in the city and they already know
that they’re running a business. We’re giving them a great
opportunity to build upon that."
David Jones, Senior Team Leader, Keller Williams
Southern Arizona
"As we expected, agents’ loyalty toward Anthony, coupled
with the Keller Williams opportunity, has lead to a
tremendous energy in the market." kw
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 13

15.
BOLD Update
MAPS IS PAINTING THE COUNTRY RED IN A BOLD NEW WAY
“WHAT’S HAPPENING HERE?”
By Lisa Wahlgren
“It really has been amazing,” says Debbie our ALC retreat last fall. We divided into
Frapp, team leader of the Lubbock four workgroups to focus on productivity,
(Texas) market center, and a MAPS profitability, culture and growth, as we PRODUCTION BOOST AND
Mastery Coaching client. Ever since 30 set out to establish our 2010 goals. This A PRICELESS REALIZATION
members of the market center enrolled was the first year that the ALC’s goals
in MAPS Coaching’s BOLD program exceeded what mine had been going into
last summer, production has skyrocketed the retreat,” Frapp says, “and I said to
with an average of eight transactions per myself, ‘What’s happening here?’”
participant. “The energy level has been at Noting a marked difference in the
an all-time high,” she says. level of leadership that associates have
With only one exception, every member now taken on, Frappe points out that
of the market center’s attendance at training
current Associate events is way up,
Leadership Council “The energy level more than 50 percent
(ALC) are now BOLD of associates are now
graduates, and the has been at an attending monthly
resulting “mindset
shift” had permeated all-time high.” teamthe entire ALC and
meetings,
throughout the entire - DEBBIE FRAPP and market center
market center. leadership team
Almost immediately after the program attend the monthly luncheons for new
came to a close, the market center started associates.
Rachel Townsley’s 2009 production
clamoring to get BOLD back, and by “Our current agent count is 86 and our
popular demand, BOLD Coach, Steve goal for the year is 150. Considering that quadrupled once she enrolled in
Schleuter, signed on for a second round we’re a small market with only 600 agents BOLD.
starting this spring. in our local real estate board, it’s all hands The Lubbock market center
“I hadn’t fully grasped the impact until on deck.” kw associate had completed three
deals for the year, when she started
the program. Less than six months
later, at the end of 2009, she had
closed 16 transactions – 13 of which
she attributes to BOLD. And the
momentum continued into 2010,
when she picked up another 12
listings in the first quarter.
“It’s been awesome,” she says.
“One of my biggest Ahas during
BOLD was how much energy I give
to other people but had never given
to myself. Thanks to BOLD, I now
have the power to achieve my goals
in life, realizing that not only can I do
Debbie Frapp The Lubbock market center’s ALC and leadership team in it, but that I’m worth it.”
front of the BOLD wall in the training room.
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 15

16.
Dear Team,
KW Cares is at the core of our culture and has had
an impact far and wide within our company. Since
its start, KW Cares has distributed more than $9
million in grants to more than 1,000 individuals.
Your generous donations have also enabled us to
AITI
have a positive impact on our global community.
H
RE LIEFE
I hope that you are all as proud as I am
of the many ways that KW Cares gives
tax-free status, we call upon every office
to establish and maintain their own
PDAT
back and makes the world a better place. emergency fund.
U More important, I hope you know that
KW Cares is here for you. Issuing grants Each year at Family Reunion, we name
to associates in need is why KW Cares the market center that has given the
exists, so we count on you to serve as most to KW Cares through automatic
KW CARES GRANTS our eyes and ears as needs emerge within Greensheet donations. Congratulations
$229,000 IN EARTHQUAKE our Keller Williams family. to the Elk Grove market center in
RELIEF FOR HAITI California, which came in No. 1
So please let us know who needs help! this year, with more than $9,000 in
Your donations to KW Cares Greensheet donations. In 2010, we are
As a 501(c)(3) nonprofit organization, calling on every market center to work
support more than our Keller
we always give as much as we can toward a goal of 100 percent of their
Williams family in times of
according to IRS regulations, and our agents contributing in this way.
crisis. Because of your generous mission that we are required to follow:
contributions in 2009, KW Cares KW Cares has touched so many lives
was able to reach out to Haiti … to support Keller Williams Realty over the years, and has managed to
following the devastating earthquake alleviate so many hardships within our
associates and their immediate
earlier this year. The KW Cares Keller Williams family. As Monica Paul-
families with hardship as a result Johnson, a recent grant recipient wrote:
board voted to donate $229,000, 10
of a sudden emergency. Hardship is “Just when we were at the end of our rope,
percent of its 2009 donations, to the
defined as a difficult circumstance you extended the line and pulled us up.”
Salvation Army specifically for Haitian That’s why KW Cares is here, and we
that a person or family cannot handle
relief efforts. are grateful for all that you do to make
without outside help.
The Salvation Army has served this mission possible.
in Haiti since 1950 and operates
IRS requirements also stipulate that a Yours in giving back with a
schools, clinics, a hospital, feeding needs assessment accompany every grant grateful heart,
programs and children’s homes request. In exchange for our tax-free
in the country. As a result, when status, it is our responsibility to ensure
the earthquake occurred, a relief that we are being the best stewards of
our donors’ contributions and that we Mary Tennant
infrastructure was already in place President and COO
are carrying out the intent of our stated
and ready to serve. Keller Williams Realty
mission. Because of the occasional
constraints resulting from KW Cares’
16 outfront March/April 2010 • Vol. 7 No. 2 Keller Williams Realty

17.
MASTER PLAN
GARY KELLER ON MAPPING OUT THE YEAR AND MAKING IT MATTER
-----Original Message-----
From: Todd Butzer
Sent: Monday, December 28, 2009 3:59 PM
To: Gary Keller
Subject: planning question
Gary --
I am pretty sure you go through a specific planning ritual this time of year.
Wonder if you would mind sharing any part of it?
Todd Butzer | Regional Director | North Central Region
-----Original Message-----
From: Gary Keller
Sent: Tuesday, December 29, 2009 12:36 PM
To: Todd Butzer
Subject: RE: planning question
hey !
i work from a simple concept:
1. i start with the end in mind: i envision my life at the end of it and ask myself what i want to have done. i then mock
up a simple 5 year look (in kind of a grid form with the years to the left and along the top the categories - like health,
giving, john, mary, mom, business, writing,etc...) at what i should be doing to be on track and then i look at the first
year. that creates my goals for the year.
2. i then take each goal and ask one question: what is the one thing i can do that by doing it everything else that
could also be done to accomplish this would either be easier or unnecessary?
3. last, i go to my calendar with that answer for each goal and i time block out the year to make sure those things get
done. first, i time block all my time off – vacations, days off, short days, etc., so that i make sure they don’t get left
out. if i intend to work hard then i’ll need this time to renew. next is my meetings with the people who report to me.
next, i make sure i have my time to plan out every week. (i've done this so long on a sunday night that i don't even
block it anymore), usually an hour a week on a sunday. then it’s all about work. so, for example, if lead generation is
your number one business action then you time block it for 5-6 days a week for 3 -4 hours a day before noon. for me
it's writing so my goal is to just make sure that gets done - then i'm open to the possibilities of everything else.
my motto is “until my number one priority on my list is done each day all else is a distraction”! ALL ELSE! as such, i
guard my time when i'm on a priority task fiercely and without apologies. it's my life and i answer to no one as to my
time. doesn't always make me highly visible or highly social, but that isn't the goal when i'm doing what i want my life
to be about.
hope this helps. feel free to share. onward......garykeller
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 17

18.
Success Story
INDUSTRY ICONS
ON A NEW PATH
I N S E A R C H O F “ S O M E T H I N G M O R E ”
By Jennifer LeClaire
Adam Hergenrother’s career trajectory seems headed
for the stratosphere. At the age of 28, the Vermont
REALTOR® has managed to double his production
every year since he entered the real estate industry in
2007. Closing 100 transactions to the tune of $25
million last year, he left RE/MAX at the start of 2010
to open Keller Williams Realty’s first market center in
Vermont.
As operating principal of the new Green Mountain
market center, he anticipates production exceeding
$250 million this year.
“I had good success at RE/MAX, but I knew there
was something more,” says Hergenrother. “Keller
Williams was it. The profit sharing, the passive income,
the training and the willingness to share information
makes for a great culture.”
Hergenrother came to the real estate industry from
the financial services world. Formerly a financial
controller, he believes his background in finance,
marketing and negotiation serves as a strong backdrop
for real estate sales.
His passion for pushing himself to the next level
makes him a great fit for Keller Williams Realty.
Despite his rapid-fire success in real estate, he
explains that got boring. “I needed a challenge. I’m the
type of individual who thrives and is less stressed-out
when I’m in stressful situations. Doing nothing stresses
me out more,” Hergenrother says.
“Keller Williams gave me the opportunity to grow
every avenue I can. My goal is for my team to close
200 transactions this year. My strategy is education
and mindset.”
Hergenrother doesn’t believe in reinventing the
“The profit-sharing, the wheel. He believes in learning how the wheel works
and rolling it toward success. He goes to conferences,
passive income, the training listens, learns, and returns home to implement
and the willingness to share concepts he thinks will drive sales in his local market.
He’s determined to succeed. “I have developed
information makes for a a mindset to persevere. It’s just pure drive,”
Hergenrother says. “There is no way I am going to let
great culture." anything stop me. That’s my mindset.”
Adam Hergenrother His advice to other agents? “Get a business plan.
Matt Lankes
Track the results of your efforts. Work on prospecting.
18 outfront March/April 2010 • Vol. 7 No. 2 Keller Williams Realty

19.
“it all came down
Use scripts, dialogues and role-play to gain the confidence
to profit sharing,
you need to deal with objections, get the listing and close
the deal.” education and
But ultimately, it all comes down to lead generation.
“You can have the best systems, the best closing the opportunity
coordinator, the best follow-up program and the best to work with
branded site,” Hergenrother says. “But if you don’t have
any leads, none of that makes any difference. Get the like-minded
leads.”
people.”
AT THE TOP OF HIS GAME Steve Peroff
What prompts a 21-year RE/MAX veteran at the very top
of his game to switch allegiances and sign on with Keller
Williams Realty?
For Steve Peroff and his five-agent team, who recently
joined the Newmarket/Aurora market center in Toronto,
“it all came down to profit sharing, education and the
opportunity to work with like-minded people.”
Having been named among the top 100 RE/MAX
agents in Canada for 11 consecutive years and consistently
ranking as one of the top 50 real estate agents in the
Toronto Real Estate Board, Peroff says, “I don’t take change
lightly.” But the Newmarket/Aurora market center proved
to be a move worth making.
“Real estate can be a very lonely business – and very
competitive. Even though you work under the same roof
with agents, you are always competing with them.”
Peroff sees the Keller Williams model as one whose time
has come. Keller Williams Realty, he explains, offers him
the freedom to be an entrepreneur, the chance to find
work-life balance and the opportunity to generate passive
income. If he had joined Keller Williams 20 years ago, he
says, he would probably be retired today.
Peroff was introduced to Keller Williams Realty by
former RE/MAX agents Diane and Tom Mitchell. He
says Diane pursued him relentlessly for months, making
it easy for Marvin Alexander, operating principal at the
Newmarket/Aurora market center, to extend the formal
invitation that brought him on board.
“There are a lot of top-producing REALTORS® in the
Greater Toronto area, but I want more than just a top
producer. I want a top-notch person and Steve is just that,”
Alexander says. “He’s got a long-standing reputation for
serving the community and he has integrity. He’s the whole
package.”
Peroff feels the same way about Keller Williams Realty;
the company has the whole package.
When the Newmarket/Aurora market center opened in
Matt Lankes
his area, he felt confident that the leadership was in place
to support his team’s leap – which is sending shockwaves
throughout the local real estate industry.
“Many people are surprised that Steve would leave a
company he’s been affiliated with for so long,” Alexander
says. “He was a cornerstone at RE/MAX” – a foundation
which Peroff and the market center’s leadership team has
already started to build upon. kw
Keller Williams Realty March/April 2010 • Vol. 7 No. 2 outfront 19